Star Product And Its Value Analysis

In the entertainment economy, it stands to reason that starsbecome a real force. Their presence is largely the result ofmercantilism expansion occurred in cultural spheres. It also isthe subsidiary product of the uprising mass culture in the20thcentury. With the rapid development of social economy, itappears close relationship between culture and star consumption.Popularity of stars is commercialized, their names becomeprofitable tools, and sometimes even more their privacy,become lace news and topics people talks at their leisure, whichcan change into huge business profits naturally. Consequently，"Star consumption " become a booming consumption pattern inpublic life.Culture Industry and market of entertainment media, whichare in strongest growth under consumption space, offer soil forthe new consumer styles. Meanwhile, the prosperity of starproducts also promotes the development of the entertainmentmedia market. Thus, the new products leading by stars formthree-dimensional chain of value in industry in cultural market,which produce not only economic value but also social value byscientific and reasonable operation mode.This paper attempts to analyze background, operationalprocess and value of star products and dwells on them. Fromconsumption and the star system, it explains background of star products and shows that star consumption become part of socialspending gradually driven by guided by consumerism andculture consumption. The emergence and development of the starsystem leads consumption trend of star products. Then theproduction and marketing strategy are discussed in order to givea complete business process, in which images of stars, brands andevent marketing are main means. Finally, the value of economicand society about star products is elaborated in various aspectsand show its Unique value combining with hot case nowadays.